沈阳中铁置业有限公司竞争战略研究

发布时间：2018-01-10 04:01

本文关键词：沈阳中铁置业有限公司竞争战略研究　出处：《大连理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：沈阳中铁置业有限公司是中铁置业集团的全资子公司,是一家专业房地产开发企业,主要面向东北地区进行住宅、公寓、商业等多种类型的物业开发。面对房地产市场巨大的发展潜力,各类企业纷纷投资地产行业,市场竞争越来越激烈。沈阳中铁置业有限公司在东北三省市场所受的竞争压力也越来越大。因此,如何巩固并扩展市场,提高市场占有率以及竞争优势,是公司面临的主要问题。本文应用市场营销学的基本理论,对沈阳中铁置业有限公司的竞争战略进行了实例研究,提出了公司参与市场竞争的基本思路。在简要介绍沈阳中铁置业有限公司的情况以及存在的问题之后,论文首先从公司的现状及环境入手,对企业所处的宏观环境,包括政治环境、经济环境、技术环节和社会文化环境进行了分析。其次,论文分析了公司的行业环境,如竞争对手、供应商、顾客、潜在竞争者等,并分析了公司内部环境及所面临的市场环境。进而通过SWOT分析,明确公司竞争的优劣势以及面临的机会和威胁,基于公司经营环境,选择竞争战略,确定公司竞争的战略目标,并根据战略目标从产品、品牌、人力资源和客户关系四个方面制定了竞争战略。最后,提出了竞争战略实施的保障措施,如改进企业组织结构、完善服务体系、加强营销团队建设、加强企业文化建设、构建企业信息门户等。本研究课题及其研究思路和方法旨在对沈阳中铁置业有限公司制定和实施竞争战略起到参考作用。
[Abstract]:Shenyang Zhongjiao Real Estate Co . , Ltd . is a wholly owned subsidiary of China Railway Group Co . , Ltd . It is a professional real estate development enterprise . It is mainly facing the development of housing , apartment , business and other types of property development in Northeast China . In the face of the huge development potential of the real estate market , various enterprises have invested in real estate industry , and the market competition is becoming fiercer . Therefore , how to consolidate and expand the market , increase the market share and the competitive advantage are the main problems facing the company . Based on the basic theory of marketing theory , this paper makes an example study on the competition strategy of Shenyang Zhongchang Iron & Steel Co . , Ltd . , and puts forward the basic idea of the company ' s participation in market competition . After briefly introducing the situation and existing problems of Shenyang Zhongchang Iron & Steel Co . , Ltd . , this paper first analyzes the macro environment of the company , including political environment , economic environment , technology link and social culture environment from the current situation and environment of the company . Secondly , this paper analyzes the company ' s industrial environment , such as competitors , suppliers , customers , potential competitors , etc . , and analyzes the internal environment of the company and the market environment . Finally , it puts forward the safeguard measures for the competition strategy , such as improving the organization structure of the enterprise , perfecting the service system , strengthening the construction of the marketing team , strengthening the enterprise culture construction , and constructing the enterprise information portal . This research project and its research thoughts and methods are designed to play a reference role in the development and implementation of competition strategy by Shenyang Zhongchang Railway Co . , Ltd .

【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.233.4

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